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https://ah.lib.nccu.edu.tw/handle/140.119/119976| 題名: | 陪我一起看吧！虛擬實境廣告中代言人共視與互動對廣告效果之影響－以社會臨場感為中介 The Effects of Co-viewing with Spokes-characters and Interactivity on Advertising Outcomes in Virtual Reality: Social Presence as a Mediator |
作者: | 張方瑀 Chang, Fang-Yu |
貢獻者: | 林日璇 Lin, Jih-Hsuan 張方瑀 Chang, Fang-Yu |
關鍵詞: | 虛擬實境 廣告 虛擬代言人 廣告態度 社會臨場感 共視 互動性 |
日期: | 2018 | 上傳時間: | 3-Sep-2018 | 摘要: | 近年已經有多個結合虛擬實境技術的廣告案例出現，虛擬實境特性提供許多種「玩」廣告的方式，因此本研究想透過實證研究了解虛擬實境的特性，是否能產生更好的廣告效果。\r\n 本研究探討在虛擬實境廣告中，有無虛擬代言人及虛擬代言人互動性對廣告效果的影響，分為三組以實驗法進行驗證，並討論社會臨場感的中介效果。\r\n 研究結果顯示，有無虛擬代言人及虛擬代言人互動性對於廣告效果皆無顯著差異，社會臨場感在互動性與廣告效果之間也無產生中介效果，但在後續分析中發現，虛擬實境本身即為互動性極高的媒介，因此僅虛擬代言人出現就能影響社會臨場感。 | 參考文獻: | 周文忠（2005）。〈虛擬實境之意義與應用〉。《資訊科學應用期刊》。1，121-127。\r\n張玉琳、李秋滿（2014）。〈以媒介豐富與社會臨場感理論探討LINE貼圖價值、流行涉入、網路外部性對虛擬社群意識與黏著度之影響〉。《電子商務研究》，12，419-449。\r\n鄭博文、陶振超（2011）。人如何處理電視新聞中的多資訊成分？從自動處理機制觀點探討結構特徵對注意力與記憶的影響。2011年中華傳播學會年會學術研討會，台灣，新竹。\r\n林亞駿（2012）。從社會促進理論探討影響使用科技英語平台動機因素（碩士論文）。取自臺灣博碩士論文系統。（系統編號100NCKU5028093）\r\nChris （2016年6月2日）。VR 頭盔/眼鏡是什麼？Cardboard 跟 hTC Vive 又到底差在哪？其實夜市也有賣！【INSIDE】。取自https://www.inside.com.tw/2016/06/02/vr-cardboard-htc-vive\r\nHTC Vive Team （2017年4月18日）。什么是VR广告？人见人爱的全新黑科技！【VIVE】。取自https://blog.vive.com/cn/2017/04/18/vr-ad/\r\n巴哈姆特 （2017年1月7日）。PC單機遊戲VR 新作《駭客紀元》一手體驗 施展殺球來打倒電腦病毒吧！【巴哈姆特】。取自https://gnn.gamer.com.tw/8/142188.html\r\n朱灼文（2016年8月15日）。掌握VR / AR 創意行銷貼近顧客心【動腦雜誌】。取自http://www.brain.com.tw/news/articlecontent?ID=43644&sort=\r\n拓墣產研 （2016年6月3日）。【COMPUTEX 2016】虛擬實境裝置發展趨勢與各廠市場策略【科技新報】。取自https://technews.tw/2016/06/03/computex-vr-ar-equipment/\r\n鄭伊廷（2016年5月23日）。打動客戶的心，避開體驗式行銷常犯的５個錯誤【SmartM】。取自https://www.smartm.com.tw/article/32333334cea3\r\nAhn, S. 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資料來源: | http://thesis.lib.nccu.edu.tw/record/#G1034640472 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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